Mercedes-Benz decided to leverage the 86th Geneva International Motor Show as an opportunity to kick off the open-air season and showcase its Dream Car Collection. The centrepiece of its stand was the new C-Class Cabriolet. In total, 37 vehicles were presented between the 1st and the 13th of March, including five world premieres and five European premieres.
The Silver Flow display extended over the entire 33,580 sq ft stand, connecting downwards to the stage area through a central media installation. This formed a visual welcome to the back of the installation, playing with different display elements to provide a horizontal canopy plus a vertical facade. The impact of the Silver Flow from afar was immediate, also thanks to the LED screen used.
The vehicles that premiered at the event were positioned on a highlight area in front of the screen. The area opposite the stage at the centre of the trade fair stand was used to showcase innovation topics with interactive display units for visitors. Another eye-catcher near the front of the stand was a presentation revolving around the Mercedes Maybach and Intelligent Drive. Playing to the dynamic lines of the Silver Flow, visitors were directed to areas next to and behind the main stage to explore Mercedes AMG und Mercedes me.
It was all about trying things out, meeting people and discovering new worlds. To this end, Mercedes-Benz used different forms of communication on a part of the stand that was specially put aside for trade fair visitors, allowing them to get to know the variety and individual options offered by Mercedes me. From the cafe on the upper level, visitors could also enjoy a captivating overview of the entire trade fair stand.